Every year my nephews beg for the new Hess Toy Truck for Christmas. They see the commercials on TV and can tell me exactly what the newest truck is capable of; what kind of gadgets it has and how many lights or sirens it comes with.
This year, I was unable to purchase the trucks at a local Hess gas station because here in the Northeast, all of the Hess stations have turned to Speedway stations. That said, I had to go online to order the trucks.
Hess has done a remarkable job of making the transition from in-store to online purchasing easy and I was impressed with their marketing strategy this year for a handful of reasons. What they did isn’t rocket science, but they executed a highly successful campaign we can all learn a thing or two from.
- They started marketing early.
By Thanksgiving I began seeing commercials on all kid and friendly – family TV stations. I also heard the jingle on the radio. My nephews were already getting psyched for this year’s toy and could tell me it was a red fire truck that came with a little fire rescue vehicle.
- They knew their audience.
Hess carefully selected their audience – kids and parents. I didn’t see the commercials on MTV when I was watching Teen Mom or The Challenge, (my guilty pleasure is trashy reality TV…) but I did see the commercials on Fox News Channel, ABC Family etc. The commercial had a catchy jingle both kids and parents would end up humming all day long (the get this out of my head kind of jingle), and it featured happy kids playing with the trucks, making all 4-10 year old boys jealous.
- They made it easy.
I do almost all of my holiday shopping online, but a lot of people still prefer to do things the good old fashioned way. The Hess Toy Truck commercial clearly outlined the only way to purchase this year was to go to HessToyTruck.com. (Notice they kept the URL simple too.) By keeping it simple and giving clear instructions they made even the “I’m nervous to shop online” customer the confidence to go online and order. The website was easy to use when you got there and you didn’t have to click around or search to find your product, you simply added the truck to your cart and went through the checkout process.
- They had great follow up.
As soon as I ordered my trucks I got an email confirmation and various follow up emails about the shipping status. The trucks came in just a few days time and the shipping was free which was great. One of the biggest things marketers forget about is follow up. When’s the last time you sent someone an email just to see how they liked your eBook or if they had given any thought to your proposal? Or sent an email to remind people to follow you on Twitter, FB or Instagram?
- They went social.
The thing that impressed me most with Hess Toy Truck was the email I got (timed perfectly) on Christmas Eve. It simply said:
Not only did they send a friendly follow up email, they asked customers to use hashtag #2015HessToyTruck. This is a brilliant idea! A trending hashtag is an awesome marketing strategy and Hess will have photos to share for days if only a fraction of customers actually upload photos and use the hashtag. The point is, they went out of their way to ask. They sent a simple email, gave clear instructions and made it easy for customers to join in on the holiday action.
Next time you want to promote a new product, an eBook or idea think about Hess Toy Truck and keep things simple. Start early, know your audience, make downloading or purchasing easy and remember to follow up in a social way!